Darwin Symphony Orchestra Target Groups †Myassignmenthelp.Com

Question: Discuss About The Darwin Symphony Orchestra Target Groups? Answer: Introduction The Darwin Symphony Orchestrais a large instrumental ensemblethat is based in Darwin, Australia. It was established in the year 1989. It has successfully maintained its presence in its industry and it has performed in numerous parts of the globe including Jabiru, Tennant Creek, Alice Springs, Groote Eylandt, etc. Its activities in the community play an important role in enriching the Australian culture. It performs 8 concerts on an annual basis. It includes over 65 volunteer musicians in its group who live and work inside the Darwin community. It believes in holding concerts at most remote locations and crosses all kinds of cultural boundaries (Assefa, Hermes Meesters, 2013). The orchestrais involved in exhilarating events that bring a diverse set of musicians and artists on the forefront and provide a dynamic and engaging experience to the community. It is vital to understand their marketing skills and strategies in a number of contexts like business to business activity and business to consumer activity. As per Bolton, Santos Scheinkman, this assessment activity will help to understand Darwin Symphony Orchestras marketing situation and various kinds of challenges that if faces in the current business scenario. It also focuses on the different target groups of the orchestra team (Bolton, Santos Scheinkman, 2016). The marketing mix which is a crucial aspect of any business enterprising existing in the market has been identified so that different strategies can be understood which has helped it to have a sustainable growth in the ever-changing external environment. In the current times when many orchestras are going bankrupt and shutting their business, the strong performance of Darwin Symphony Orchestrais mainly due to its effective marketing tactics which will be covered below. Darwin symphony orchestra Target Groups As per Charwand, et al, one of the most significant marketing activities of the orchestra marketers is the identification of appropriate target groups in the existing market. This activity is important since it moulds the business further marketing model and operations. The core for the existence of the Darwin symphony orchestra and its live performances of masterpieces is its target group (Charwand, et al., 2015). The target groups of the orchestra mostly focuses on the entire market comprising of individuals and groups that are interested in this specific art form. It comprises of different kinds of stakeholders encompassing children, youth, adults, disabled patrons, potential and existing music composers, media, local community, funding bodies, local and national government, etc. The orchestra group also focus on maintaining a health public relation so that the news media will give a proper coverage for its events and activities (Day, Harris Wassink, 2013). Key target groups The key target groups include a variety of set of sections that influence the performance of the orchestra. The audiences are one of the most significant stakeholders of the Darwin Symphony Orchestra since the orchestra exists to serve them. Some of the important target groups of the popular Australian continent have been covered in this section. Audience According to Droli, et al, the target audience includes the core audience, first-time orchestra visitors, non committed members, special occasion audience, high potentials, etc. The audience includes people from different age groups including children, adults, middle-aged audience, elder generation audience, etc. (Droli, et al., 2014). Its huge target audience focus helps it to have a sustainable growth in the ever-changing market. Its focus on a diverse and culturally significant model helps it to target the entire market which includes thousands of music lovers. Media The unique and bold projects that are conducted by the orchestra at various remote locations like Uluru, etc increase the role of media like journalists, news agents from around the world who cover the story. Its focus on a variety of musical taste and style amuses this section of the target market (Duncan, 2016). Local-based arts organisationsThe Darwin Symphony Orchestras collaboration with different art organisations and educational institutes offers different opportunities for the Australian community to engage with this orchestra group like participating in its frequent performance with the community music, dance ensembles. Its regular association with indigenous artists adds to its diversified performance (Fung, Zhou Zhu, 2016). State and Federal Government These bodies are vital for the sustainable existence of the Darwin Symphony orchestra since a major part of its funds come from the state and federal government of Australia. Market Buyer behaviour of Business to Customer Market As per Game Gregoriou, the business to customer model is a vital model which focuses on the transactions that occur between a business undertaking and a customer. It is vital to understand this concept in the Darwin Symphony Orchestrascenario so that accordingly an effective marketing mix system can be devised (Game Gregoriou, 2016). It is vital in this scenario to understand the buying behaviours of the end-users or audience of the orchestra. This concept basically focuses on the audience group including the music lovers who come to enjoy the performances. Key Concepts and Theories The buyer decision-making process involves a number of sub processes like to understand the innate desire to watch a musical performance with family, friends, etc, the process of searching and gathering information relating to the available options in hand like kinds of orchestra performance, musical concerts, etc, evaluating and choosing out of the various entertainment options available at hand, deciding the best alternative which meets his needs and desires, finally making the purchase of the specific service in order to have an enriching experience and finally making a post-purchase evaluation to understand whether the purchase decision was right or wrong. According to Hamadani Janes, Patrick Dotsika, the Darwin Symphony orchestra takes all these processes into consideration before devising its marketing strategy to attract the customers in the market. The customer motivation is a vital aspect which refers to the inner-drive of the customer i.e. audience in this case which creates his inclination towards arts and creative performances. Generally the attribute of the orchestra audience is their liking for artistic performance (Hamadani Janes, Patrick Dotsika, 2014).The perception that the people have towards the Darwin Symphony orchestra plays a vital role for its sustainable growth in the market. Since it offers a delightful experience to its target groups by focusing on a diversified portfolio of activities, the customers or audiences have a positive perception regarding its creative performances. As per Hes Polednkov, the customer-set gain knowledge about the orchestra and its performance from various sources including different forms of media such as journalists, news channels, agents, family and friends who have visited the Darwin Symphony orchestra before. These inputs give them an idea about the kind of performances that are conducted by the group and its unique attributes (Hes Polednkov, 2013). The group and social influencing factors also plays a vital role in the buying behaviour of a customer. Positive and favourable reviews motivate the customer to visit the orchestra and have a firsthand experience of the quality performances, concerts and events that are conducted by the Darwin Symphony orchestra. Importance of Psychological theory related to buying behaviour B2C The various psychological aspects play a vital role in the overall buying behaviour of the customer. It includes aspects like motivation and need, perception, attention, retention, learning and conditioning and beliefs and attitude. This is a vital aspect for any marketer including the Darwin Symphony orchestra since it determines their sustainability in the external market environment. Motivation The motivation factor for the audience of Darwin Symphony orchestra would be the inclination and liking of diverse events and performances that are conducted by the orchestra group. This is not a very basic need in the Maslow's hierarchical pyramid of needs so its priority is not very high. Perception, Attention, Retention This aspect of the psychological theory relates to the impression that the consumers have about an offering in the market based on information. The Darwin Symphony orchestra has the strong reputation of delivering enriching and rich performances which are loved by its audience group. This work of mouth helps it to have a positive and strong position in the minds of the consumers. Learning and Conditioning The advertisement and media coverage aspect of a business helps consumers to make decisions whether to select its product or not. Darwin Symphony orchestra always fascinates the media with its unique events and location selection strategy. The media highly appreciates and tries to cover all its concerts, shows to help it gain a stronger customer base in the market. Belief and Attitude The Darwin Symphony orchestra has successfully created a strong brand which helps the audience and customers to belief in its delivery of service. It creates strong values which attracts customers in form of audiences to its business. As per Kumar, the other personal factors that influence the buying behaviour of the customer section of the overall community include their personality, emotional aspects, behaviour and attitude. These internal attributes that are inbuilt in an individual encourage or discourage a customer to try out something new that is available in the market scenario (Kumar, 2013). So the positive inclination towards art or musical form encourages the audience group to visit one of the most popular orchestra present in Australia - Darwin Symphony Orchestra. Darwin Symphony Orchestra model According to Kumar Nordin, the impressive set of activities that are conducted by the orchestra group such as indoor symphonic shows, free outdoor family-oriented activities, etc make sure that some activity or the other, suits the tastes of every participant of the community. It allows the masses to experience the majesty of the symphony orchestra in the modern times and environment (Kumar Nordin, 2014, July). This orchestra adopts a strong tradition of advocating the Australian arts, culture and music. Its emphasis on the value of accessibility, community volunteering and energetic ambience has played a vital role for enabling the orchestra group to flourish for over 25 long years. The Darwin Symphony Orchestra has slowly and steadily established itself as one of the most diverse and culturally influencing orchestra or musical association that focuses on its entire audience group from different corners of the location (Lee, McNulty Shaffer, 2015). Events held by Darwin Symphony Orchestra Some of the creative events held by the Australian orchestra group have been included in this section so that it would give a better understanding of their tactic to satisfy the needs and desire of the general audience (Mbawuni Nimako, 2014). The orchestra performs outdoor gala events at its beautiful and glorious setting ofDarwin Waterfront, it conducts a number of symphonic rock tributes which is highly popular among the masses that enjoy rock shows and concerts,it also organises events where kids stories are told through music. It also explores the power of cinema and showcases the most successful pieces from different film composers (Mclaughlin Fearon, 2013). This list just shows its focus on different sections of the customers including children, movie buffs, family-oriented audience, etc. It believes that all its customers should enjoy the classical experience offered by the orchestra and it firmly believes in its ability to enthral the audiences including the young and the old. Recommendations for Marketing Mix in Business to Customer Market The marketing mix of any business undertaking is a crucial marketing tool which directly influences the performance of the business in the market. In the specific case relating to the Darwin Symphony Orchestra the below marketing mix elements namely product, price, place and promotion have been recommended that can enhance its business to a greater degree. Product The events of the orchestra group are already unique in nature but it should also try to highlight the cultural aspects of other places and locations so the audience within the community will be exposed to different kinds of cultural models that are present in the current time. This feature in its events will further arouse the interest of the foreign people who live in the continent (Meyer, 2014). Price The orchestra group can introduce a broader range of the prices of its tickets so that its performances can be enjoyed by a greater section of the society. This strategy will further enhance its position and presence in the market. Place The Darwin Symphony Orchestra can focus on conducting shows and events in more number of locations which will help it to strengthen its presence in the entire Australian continent. Promotion The orchestra group can try to increase its association with the active and popular musical artists who perform in the entertainment industry since this kind of strategy will expand its overall presence and recognition quality. All the above recommendations relating to the marketing mix of Darwin Symphony Orchestracan be adopted in its marketing strategy and business environment in order to have a better and effective presence. Market Buyer behaviour of Business to Business model As per Mukerjee, the business to business marketing model is very different from the business to customer concept. When a business, in this case the popular Darwin Symphony orchestra focuses on a specific business instead of an individual customer it adopts the business-to-business marketing model. This aspect itself increases its performance and operation magnitude in the external business environment. In the situation where there are two or more business entities the transaction value increases (Mukerjee, 2013). Since every market has two segments namely consumer market and business market, it is vital for the Darwin Symphony orchestra to identify its business markets and analyse the business buying behaviour (Ortiz, 2014). It is vital to understand that the business buying behaviour of an entity is influenced by a series of external and internal factors such as economic health, business entity, individual and other interpersonal elements. Key Elements of buyer behaviour According to Osula Ng, the economic factors that affect the business to business model of the Darwin Symphony Orchestra include the changes in the regulatory system, technological innovations, competition intensity, monetary policy and fiscal policy in the economy. Its business customers are pretty active in tracking and assessing the number of economic elements that exist in the business environment (Osula Ng, 2014). The internal firm-level factors also play a major role in influencing their buying behaviour, for example size of business, financial strength, etc. It is crucial to identify and analyse the various elements which play a key role to influence the buying behaviour of the business customers of Darwin Symphony Orchestra. The buying process that is involved in this particular marketing model is based on much rational grounds as compared to the business to customer system. There is no case of impulse buying in this scenario since a large number of factors and their bearing on the business has to be considered before a business entity becomes a customer of an orchestra business, in this case Darwin Symphony Orchestra (Pietrasie?ski ?lusarczyk, 2015). Some of the vital and common business customers of Darwin Symphony Orchestra include their location partners who give them the desired platform to perform on, different educational institutions, domestic and territory-based arts organisations, etc. Importance of Psychological theory related to buying behaviour B2B In the business to business context, the psychological aspects play a less vital role in the overall buying behaviour of the business customer. The overall concept remains similar since it involves the identification of need, product specification and evaluation of suppliers, purchase decision and post purchase behaviour. But it is not related to the psychological aspects but business-oriented aspects. Need Identification It is vital irrespective of the fact whether buyer is a business or a customer. Businesses are able to proactively identify their need since it is part of their overall business strategy. Example The business which offers a background to the orchestra will analyse its performance trend in market and accordingly decide to have a business relation. Product specification and evaluation of suppliers It has no psychological impact since businesses mainly focus on money-making activity and maintaining profitability in market. Purchase decision The purchase decision is based on the actual needs which can enhance their market position in the market so in such situation there is minimum psychological impact while selecting an offering in the market. Thus the psychological theories are more relevant in the business to customer market instead of the business too business market. Unpacking buyer behaviour model The proper and effective assessment of the buying behaviour is vital for any business entity that exists in the market. This activity can determine its overall business operations and productivity in the entire market. For the Darwin Symphony Orchestra group it is vital to understand and analyse its business buyer elements and characteristics and the business buyer decision-making process (PLC, 2015). This model is crucial to understand the buyer behaviour and according bring about relevant changes that can be attractive for the purchasing party. The business to business activity is basically a change management process where the buying entities have a strong bias or dislike against changing marketing conditions. Mostly sales-related issues or dysfunctionality arises due to large and diverse buying team members that influence the overall buying decision-making process (Rajaretnam Young, 2015). The unpacking buyer behaviour framework has significant impact on the overall execution efficacy and business results of the Darwin Symphony Orchestra in the prevailing business environment. Structure description of buyer behaviour The analysis of the buying behaviour of the customer group, whether it is an individual customer or a business entity is vital for all business firms that operate in the current environment. This aspect is vital to understand whether the existence of the business is valuable or not for its customers. It is vital in the business to customer context and in the business to business context. This vital component is crucial for the Darwin Symphony Orchestras performances since based on the decision-making process of its customers the Australian orchestra group introduce the event and concert theme. It is crucial to identify and understand all the underlying structures that are involved in the entire buyer behaviour while selecting a product or service in the huge market (Salem, et al., 2013). In theoretical language, the buyer behaviour refers to the buying habits of the individual customers or a cluster of customers which includes their perception, needs and wants or desires, decision-making factor and satisfaction or delight level. Basically there are four kinds of buyer behaviour models namely economic model, learning theory model, information processing model and psychoanalytic model. For any business undertaking which is operating in the external market conditions in the present unpredictable environment, it is essential to observe and analyse the buying behaviour which keeps on changing based on their tends and needs. In case of the Darwin Symphony Orchestra, the group has effectively sustained in the ever changing musical industry due to its focus on the trend of its customer-base and its sheer determination to provide a diverse and creative performance to its different audience groups. It is vital to analyse each and every structure of the buyer behaviour model so that the business entity can understand the attitude and personality of its customers and change its style of business and operations so that it will not go out of style and will be favourable preferred by its customers(Salerno, et al., 2015). The customer purchasing behaviour is made up of a number of underlying elements like selection process, previous experience, and idea of receiving satisfying experience. The subject relating to the customer behaviour is related to all the aspects of the overall purchasing behaviour. The orchestra audiences are the ones who have a positive inclination towards creative form of arts and it is vital for the Darwin Symphony Orchestra to establish an engaging experience with its audience so that they will be able to have a participation in the specific event or performance (Wheeler Chapman-Novakofski, 2014). Recommendations for Marketing Mix in Business to Business Market The marketing mix includes the vital elements without which a business cannot be established. In case of the business to business market scenario of the Darwin Symphony Orchestra, it is vital to consider the different kinds of external and internal factors that have the ability to influence the business performance in the entire market system. The elements of the marketing mix that have been considered in the current business scenario are product/service, price, place and promotion (Tiago Verssimo, 2014). It is essential to create an effective marketing mix after considering all the features that might have any kind of impact on the business profitability of the Australian orchestra group. Product/ Service In the business to business scenario of the Darwin Symphony Orchestra this segment of marketing mix involves any kind of service that the orchestra group is offering to a business client. Example If it the orchestra band is performing in a museum set-up then the museum firm is its business partner and it might offer to promote the museum in the entire community (Trottier, 2016). Price While fixing or charging the price to a business firm, it is vital for the Darwin Symphony Orchestra group to take into consideration a number of external elements that influence the overall price structure in the market. This is a vital aspect for the orchestra otherwise it might have an adverse impact on the overall performance and profitability of the group (Tiepolo, 2015). Place As per Trottier, the place refers to the location where the business to business transition is carried out by the Darwin Symphony Orchestra and its business partner. It might be a new location where it is conducting its event or performance (Trottier, 2016). Thus it is important for the group to expand its performance base so that this element of the marketing mix can be explored further and it can enhance the overall performance and position of the Australian orchestra group. Promotion The promotion is a vital aspect in the business to business marketing scenario since there is intense competition in the current market environment. Since a number of orchestra groups have gone bankrupt and shut down their business and operations, it is important to understand the promotional strategy adopted by the Darwin Symphony Orchestra which has helped it to perform in a sustainable manner in the business to business context (Wheeler Chapman-Novakofski, 2014). The Australian orchestras focus on innovative, creative and diverse operations has helped it to sustain in the uncertain business environment. The territorial expansion of the orchestra can help it to promote its business and get more recognition in the business to business marketing scene. Darwin Symphony Orchestra application of customer behavioural theory The thorough and effective analysis of the customer behavioural theory is vital to establish a solid and productive marketing mix by the Darwin Symphony Orchestra since it affects and influence its entire operations in the market environment. The behaviour and attitude of the customers is vital since it indicates any kind of change in their taste and preference. This aspect has helped the Australian orchestra group to change the concept of its events and performances as per the changing needs and wants of its target audience group. The application of customer relationship management plays a key role to understand the changing trend in the buying behaviour of the customers. This database helps business firms to assess the loyal base of customers and accordingly helps it to target the people in the entire market so that it can expand its loyal customer base (Tiago Verssimo, 2014). The effective application of the customer behavioural theory helps the Darwin Symphony Orchestra to focus on its marketing mix, and incorporate diverse and creative events, concerts, performances that targets different age group of people including both the young section and the old section (Tiepolo, 2015). This strategy has helped the business to have an effective marketing mix model which helps it to have a sustainable growth in the ever-changing business scenario. Conclusion The vitality of the analysis of the prevailing marketing scenario of any kind of business entity is vital since the theories and concepts remain the same. In this particular case, the marketing scenario relating to the business to customer market and the business to business market of the Darwin Symphony Orchestra has been covered. This topic helps to understand the various elements that should be evaluated to dice on an effective marketing mix of the business concern. 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